Jonathan Ive: Apple desde dentro

Q. What are the defining qualities of the design of an Apple product? To what degree are they related to the design heritage of Apple before your arrival there?
A. In the 1970s, Apple talked about being at the intersection of technology and the arts. I think that the product qualities are really consequent to the bigger goals that were established when the company was founded. The defining qualities are about use: ease and simplicity. Caring beyond the functional imperative, we also acknowledge that products have a significance way beyond traditional views of function.